Star makeup artists continue to win in beauty.
These makeup artists are dominating the beauty scene, but what truly sets their brands apart? Here’s how they make it happen.
Makeup ‘street cred’ goes a long way in the beauty industry, especially as it becomes increasingly difficult to stand out in such crowded markets. These star makeup artists bring a powerful blend of artistry and expertise that truly sets them apart. They’ve pioneered in key categories and are featured in top beauty retailers like Sephora and Ulta. I’m thrilled to share a full rundown of some of my personal favorites—likely yours, too.
What makes their star power different from typical celebrity makeup brands is their deep-rooted experience. Whether it's working behind the scenes in Hollywood, on entertainment sets, in music, or serving everyday clients as professional makeup artists, they bring real-world credibility. Not only are their brands a massive success, but they seem to do it effortlessly. For aspiring makeup artists looking to build a brand with lasting power, there's so much to learn from how these trailblazers are setting the bar so high.
Patrick Ta beauty
New on the scene and fresh off a major collaboration with Barbie, Patrick Ta has reignited the BarbieCore trend following a year of buzz from the Barbie movie press tour. This limited time only collection brings the most vibrant pink beauty duo we've seen yet, capturing the essence of the iconic Barbie dream house. You can definitely see how strategic collaborations are key to becoming a power player in this industry and this brand has already caught on.
Patrick Ta, a renowned makeup artist and brand founder, has become synonymous with the ultimate red-carpet glow, a look sought after by top models, musicians, and actresses. He’s Known for starting out in 2019 with just midst and oils expanding into his viral ‘cream over powder blush’ and ‘major sculpt contour’ techniques that have taken social media by storm. Ta captivates his audience not just with flawless artistry, but also with his charismatic presence online, where he often shares behind-the-scenes glimpses of his process and final transformations. His makeup line is a reflection of his signature style, specializing in monochrome beauty bundles that literally delivers glamour on a silver platter. Key products like his Major Dimension III Matte Eyeshadow Palette offer an array of warm and cool matte tones, while glow-inducing mists and balms—like the Major Glow Body Oil and Highlighting Mist—creating a radiant, camera-ready finish. Add to that the Major Glow Lip Shine Lip Gloss and Major Volume Plumping Lip Gloss, giving us high-shine and hydrating effects. It's clear that Patrick Ta has mastered the art of creating a luminous, head-turning looks effortlessly.
One/Size By Patrick Starrr
Patrick Starrr, famed for his YouTube stardom and expertise as a makeup artist and content creator, he has made waves with one of the most innovative and show stopping product On ‘Til Dawn Setting Spray, a true standout. With its bold red branding, the product instantly captures attention worldwide, earning major credibility from none other than Beyoncé herself, who famously wore it during a performance without her makeup budging an inch. Perfect for any oily skin beauty seeking a flawless, long-lasting finish, this setting spray is a must-have for those who want their makeup to stay in place all day. Other Products that customers partner this hero is the brand’s oil-absorbing Secure the Blur or Oil Sucker Primer, and you’ve got a powerhouse duo that keeps shine at bay and makeup intact from morning until night.
The brand truly shines as a champion of inclusivity and purpose, with its core message of "One-Size-Fits-All" beauty. It's all about making customers feel like they're part of something bigger than just makeup—a celebration of individuality and self-expression for everyone.
Charlotte Tilbury
“Oh hello, darlings!” is Charlotte Tilbury's signature greeting, and much like her infectious charm, her brand has taken the beauty world by storm. The star British makeup artist is known for creating luxurious, transformative products that bring the magic of Hollywood glamour to everyday life. What makes Charlotte Tilbury’s brand so unique is her ability to seamlessly blend high-performance formulas with a touch of photoshoot-glam, making beauty both aspirational and accessible. Her prestige hero products are nothing short of iconic—starting with the beloved Magic Cream, a deeply hydrating moisturizer that preps the skin to perfection. Then, there’s the Pillow Talk collection, which has become a global sensation, offering universally flattering shades for lips, eyes, and cheeks.
Her Airbrush Flawless Finish Powder and Setting Spray are also prestige hero products, offering a flawless, soft-focus finish that suits every skin type, making them absolute must-haves in any beauty routine.
When I look at Charlotte Tilbury’s brand identity, it’s clear that her nostalgic, magical world shines through in every detail. From the product names to the tone, everything is infused with the exaggerated, playful phrases she uses when talking to her fans. What I’ve noticed is that her makeup really draws customers in when they’re preparing for formal events—there’s just something about the luxurious feel that makes it the go-to choice for those special occasions.
Danessa Myricks
Self-taught beauty mogul and makeup artist Danessa Myricks forged her own path to the top, driven by perseverance and dedication. Her expertise in product innovation is well-earned, honed through her diverse experiences in the beauty industry, from publishing to developing products for beauty bootcamps. The DNA of this brand has been deeply rooted in individuality and Danessa’s vision of seeing skin as the canvas. The products are designed for versatility and all skin tones, with formulas that allow users to experiment with texture, color, and layering slowly building stories from ingredients.
Key products like the ‘Yummy Skin Blurring Balm Powder’ an award winning, texture reducing, coverage boosting, blurring balm, that balances oils throughout the day while maintaining hydration and ‘Yummy Skin Flushed Blurring Balm Powder (Blush) that has an effortless blurring balm to powder color for cheeks & lips, with a natural and bold matte finish. These products stand out for their high performance, seamless blend-ability, and long-wearing formulas, making them a go-to products for all textures of skin.
One of the standout innovations I've noticed with this brand is its use of Upsalite technology. While many brands are known for their signature ingredients or formulations, Danessa Myricks takes it to the next level with Upsalite, offering unmatched blurring and oil control. This Swedish technology delivers a soft-focus, smoothing effect on pores and fine lines, making it a game-changer for flawless finishes. It’s the perfect fusion of science and beauty, elevating performance and results.
Makeup By Mario
Known for his work with A-listers like Kim Kardashian, Mario Dedivanovic’s techniques focus on enhancing natural beauty with precision, balance, and artistry. His ability to create flawless, sculpted looks has earned him a loyal following and a strong reputation in the industry.
One of the brand’s best-selling hero products is the Master Mattes Eyeshadow Palette, a collection of universally flattering matte shades inspired by human skin tones. Its versatile, blend-able formula allows for endless eye looks, from soft and natural to bold and dramatic. Another standout is the Soft Sculpt Shaping Stick, a dual-ended contour stick that provides buildable, cream-to-powder coverage for seamless, sculpted definition. The Soft Pop Blush Stick has also become a hit beauty favorite, offering a natural flush of color with a dewy finish, perfect for achieving Mario’s signature radiant glow.
At the core of the Makeup by Mario brand is a dedication to artistry and accessibility, blending professional-level formulas with user-friendly packaging.
Pat McGrath Labs
The word ‘legendary’ comes to mind when you think about the Great Mother of our industry, Pat McGrath, and her iconic brand, Pat McGrath Labs. Revered for her visionary approach to makeup, Pat McGrath continues to push boundaries with products that redefine artistry and luxury in beauty. Her brand is not just a collection of makeup—it's an experience, and every product release feels like a masterpiece in itself.
Recent hero products like the Divine Rose II Eyeshadow Palette and Skin Fetish: Sublime Perfection Foundation are perfect examples of why Pat McGrath Labs holds such an exalted place in the industry. The Divine Rose II palette features her signature richly pigmented, high-impact shades with multidimensional finishes, offering endless possibilities for both bold and ethereal looks. Meanwhile, the Skin Fetish foundation delivers flawless, skin-like coverage with a luminous finish, earning its reputation in giving us dreamy skin.
Her techniques, shaped by her editorial and runway background, set her brand apart. She excels at layering textures, using pigments in innovative ways, and creating high-shine, editorial looks that challenge beauty norms. From the ultra-reflective Lust: Gloss to the cult-favorite MatteTrance Lipsticks, each product combines performance, luxury, and artistry. Pat McGrath Labs is iconic for transforming makeup into an art form, elevating everyday beauty to extraordinary levels.
Anastasia Beverly Hills
The way we think about brows has been revolutionized by no other than thee Anastasia Soare of Beverly Hills is pioneering approach to eyebrow shaping. oare’s Golden Ratio® method, which focuses on creating facial symmetry and balance, has transformed the concept of beauty, making perfectly sculpted brows the key to enhancing your natural features. It’s no wonder her signature brows are seen on some of the most famous faces in the world, including the Kardashians, JLo, Kylie Jenner, Hailey Bieber, Victoria Beckham, and even Michelle Obama.
Beyond brows, Anastasia Beverly Hills is known for a range of beauty items that have become staples in the beauty community. The Dipbrow Pomade is an industry game-changer, offering long-lasting, smudge-proof brow perfection, while the Brow Wiz pencil provides precise, natural-looking definition. The brand’s Modern Renaissance Eyeshadow Palette has achieved cult status for its versatile, highly pigmented shades that blend seamlessly.
I believe this brand will always remain at the forefront of the beauty industry, standing out among other greats due to its unmatched ability to pioneer in brows, saving customers countless trips to brow specialists. Anastasia Beverly Hills excels not only in innovative product development but also in educating consumers, seamlessly integrating science into the art of eyebrow grooming.
Key Takeaways
Strong Techniques: What’s that signature technique that you know your clients absolutely love? Think about how you can weave that into your product development—whether it’s through innovative formulations, eye-catching packaging, or specialized application tools. The goal is to create products that empower everyday consumers to achieve professional-quality results at home.
Pioneering in a Key Category or Niche: In today’s beauty market, where new launches seem endless, it’s more important than ever to carve out a unique space. Ask yourself: What do you do best? Are you focusing on a specific need, like oily skin solutions, or are you becoming the go-to authority in a niche, such as brow artistry or flawless complexion products? Excelling in one area can help establish your brand as a trusted leader.
Strong Education: Remember, you’re not just selling products; you’re sharing your knowledge. By providing valuable education—whether through tutorials, product guides, or expert tips—you elevate the consumer experience. This not only empowers your customers but also builds a loyal community eager to learn and grow with your brand.